Marketo vs Pardot comparison

Adobe and Salesforce are both solutions in the Marketing Automation category. Adobe is ranked #3 with an average rating of 8.3, while Salesforce is ranked #6 with an average rating of 7.7. Adobe holds a 15.2% mindshare in MA, compared to Salesforce’s 3.9% mindshare. Additionally, 96% of Adobe users are willing to recommend the solution, compared to 91% of Salesforce users who would recommend it.

Marketo

Read 25 Marketo reviews

2,134 Views
1,689 Comparison Views

96% willing to recommend

Pardot

Read 12 Pardot reviews

1,209 Views
421 Comparison Views

91% willing to recommend

Marketo

Pardot

Comparison Buyer's Guide

Download the report

Executive SummaryUpdated on Jan 6, 2025

Pardot and Marketo are competing in the marketing automation platform category. Marketo stands out with more comprehensive features, making it a preferred choice despite Pardot's competitive pricing and support.

Features: Pardot offers effective lead nurturing, seamless integration with Salesforce, and intuitive design. Marketo provides extensive analytics, robust campaign management, and dynamic content personalization.

Room for Improvement: Pardot could improve its analytics depth and expand integration options beyond Salesforce. Marketo's complexity and requirement for configuration expertise could be barriers to ease of use and quick deployment.

Ease of Deployment and Customer Service: Pardot ensures straightforward deployment with Salesforce, offering prompt support. Marketo requires complex deployment but supports larger enterprise environments, providing comprehensive assistance that may require additional expertise.

Pricing and ROI: Pardot's lower upfront cost benefits smaller businesses or Salesforce users, realizing ROI quickly. Marketo's higher cost corresponds to advanced features, offering long-term value through detailed analytics and insights.

To learn more, read our detailed Marketo vs. Pardot Report (Updated: January 2025).

Buyer's Guide

Marketo vs. Pardot

January 2025

Download the complete report

Helped 832,138 peers since 2012

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Marketo

Ranking in Marketing Automation

3rd

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Marketing Management (5th)

Pardot

Ranking in Marketing Automation

6th

Average Rating

7.8

Reviews Sentiment

7.2

Number of Reviews

Ranking in other categories

No ranking in other categories

Mindshare comparison

As of February 2025, in the Marketing Automation category, the mindshare of Marketo is 15.2%, down from 17.0% compared to the previous year. The mindshare of Pardot is 3.9%, down from 4.1% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation

Featured Reviews

PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

Read full review

Vikram Rawani

Pardot Consultant at Target

Offers an easy initial setup phase and good ROI

With Pardot, users can do the segmentation based on their requirements. You can segment your prospects based on their interests, locations, companies, or the sales cycle. You can also use the engagement studio to create a journey for the people you have segmented with the help of automation feature of the tool. The aforementioned area consists of the most useful features I found in the tool apart from its out-of-the-box features. The integration between Pardot and Salesforce is beneficial if you know how to share the leads that a company finds useful so that they don't have to invest in manual work or do anything blindly to reach out to leads. Users can segment the leads using the features that the tool provides. I recommend the product to those who plan to use it. If a business is into B2B marketing and can afford to purchase Pardot, then they should buy it. If the product of a company is good, then Pardot can help multiply such an organization's ROI. Based on the product and how the sales and marketing team works, the tool can be useful. In short, the tool can be as good as the person who is using it. I rate the tool a nine out of ten.

Read full review

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

"Marketo is excellent in terms of hands-on usability and lead database management."

"It's pretty good at handling customization and templates. We can put in different variables, so even someone without coding knowledge can create and develop emails that look good on different browsers."

"We are scoring based on behavior without pressure, and it keeps producing excellent results."

"I have a good special setup and a huge NetFlow to the sales channel."

"One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without their consent. Firstly, the Marketo Insights system will highlight new customer segments that I should engage with."

"I like that the solution is flexible."

"The most valuable features are the Marketo emails, both sending and tracking."

More Marketo pros

"The product is stable."

"Campaign tracking is a valuable feature."

"It has made email marketing quicker and easier."

"It's easy to create email templates and landing pages."

"Pardot directly integrates with CRM, specifically Salesforce, which has an excellent R&D team."

"I have not had any issues with the product's stability. Stability-wise, I rate the solution a ten out of ten."

"The tracking and automation of outbound messaging is the solution's most valuable aspect."

"For me, the best thing is the Custom Redirect. That's one key thing I like because using that particular Custom Redirect, I can track a link wherever I'm sharing it. I can track how and when people are accessing it."

More Pardot pros

Cons

"For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this."

"Marketo should give more power to the users for data manipulation."

"Marketo filters are not very efficient, and timely updates or features could improve this aspect."

"Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync."

"Revenue management, attribution, and ABM can all be improved."

"The user experience needs improvement, particularly in terms of ease of use and navigation between projects."

"Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution."

"Some modern Marketo features could be improved."

More Marketo cons

"For new people, the installation of the tool can be difficult."

"The solution lacks integration with Instagram, which is our top problem with the product."

"Pardot must be synced with Salesforce."

"When it comes to integration with third-party tools, Pardot's APIs are not that robust."

"Lacks sufficient free custom fields."

"Technical support has been quick and helpful every time."

"The solution is quite expensive, at least, for smaller teams."

"Needs to improve list building."

More Pardot cons

Pricing and Cost Advice

"Marketo is too expensive for a small-sized company but more affordable for a larger-sized company."

"Marketo is used a lot because it's cheaper and preferred by many firms."

"The licensing cost usually depends on the users."

"It is expensive. We have a yearly license."

"I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."

"The initial pricing was excellent, but the pricing for renewals is not as good."

"The pricing is not cheap, but it's not that expensive either."

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

More Marketo pricing and cost advice

"The price of this solution is expensive. However, you are going to receive good value for money. They could improve by reducing the price."

"In terms of pricing, Pardot is cheaper than Marketing Cloud."

"We pay about $4000 a month."

"It is a competitively priced product, considering what it provides."

"Make sure you do not pay for features that you may not need."

See which vendors are best for you

Use our free recommendation engine to learn which Marketing Automation solutions are best for your needs.

See recommendations

832,138 professionals have used our research since 2012.

Top Industries

By visitors reading reviews

Computer Software Company

20%

Financial Services Firm

13%

Manufacturing Company

Insurance Company

Educational Organization

68%

Computer Software Company

Financial Services Firm

Manufacturing Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

See all answers

What needs improvement with Marketo?

Some modern Marketo features could be improved. I'm quite good with the filters, and in the admin section, I can build it with many more third parties. This allows me to integrate some additional p...

See all answers

What is your primary use case for Marketo?

My use case is very similar to how we push emails and run notes of contents. The application includes late scoring and late licensing management as well. Marketo is an advanced solution. I am not f...

See all answers

What do you like most about Pardot?

It has no limit for sending marketing emails.

See all answers

What is your experience regarding pricing and costs for Pardot?

Pardot was somewhat costly for our requirements, nonetheless, the capacities of the item were limited.

See all answers

What needs improvement with Pardot?

Pardot needs many improvements in terms of email design and design studio functionalities. It lacks a robust design studio, limiting our ability to perform various design activities efficiently. Yo...

See all answers

Comparisons

Salesforce Marketing Cloud vs Marketo

Compared 38% of the time

Oracle Eloqua vs Marketo

Compared 19% of the time

HubSpot Marketing Hub vs Marketo

Compared 15% of the time

SAP Marketing Cloud vs Marketo

Compared 9% of the time

Zeta Marketing Platform vs Marketo

Compared 3% of the time

More Marketo Competitors

Oracle Eloqua vs Pardot

Compared 53% of the time

Salesforce Marketing Cloud vs Pardot

Compared 25% of the time

More Pardot Competitors

Product Reports

Buyer's Guide

Marketo

January 2025

Download Marketo product report

Buyer's Guide

Pardot

January 2025

Download Pardot product report

Overview

Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

Adobe

Pardot, a salesforce.com Company, is an easy-to-use B2B Marketing Automation suite that helps sales and marketing teams maximize efficiency and increase revenue. Pardot's lead management software features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.

Salesforce

Sample Customers

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

Arketi Group

Buyer's Guide

Marketo vs. Pardot

January 2025

Free Report: Marketo vs. Pardot

Find out what your peers are saying about Marketo vs. Pardot and other solutions. Updated: January 2025.

DOWNLOAD NOW

832,138 professionals have used our research since 2012.

See our Marketo vs. Pardot report.

See our list of best Marketing Automation vendors.

We monitor all Marketing Automation reviews to prevent fraudulent reviews and keep review quality high. We do not post reviews by company employees or direct competitors. We validate each review for authenticity via cross-reference with LinkedIn, and personal follow-up with the reviewer when necessary.